A person in tactical gear stands near a metal structure. The text "SOLLICITEER NIET" is overlaid in bold white letters.

Federale Politie Antwerp - Port Security Corps

Recruitment Marketing

From 0 to 400 in no-time

What we did

Media strategy
Creative concept
Production
Design

Challenge

What else we did for the police, you can check here. But what do you do when a client comes knocking with an urgent problem and barely any time? The drug crisis in the Port of Antwerp pushed policymakers to create a brand-new Port Security Corps.

Our mission?

Launch a recruitment campaign to hire 70 security officers for the port area, fully trained and operational by May 1, 2024. No pressure.

Newspaper ad showing hands being handcuffed, with text in Dutch about street drugs and security. Includes a QR code and website link.

Not for everyone

A few conversations made one thing clear: this unit isn’t for everyone. We had the message. We knew the audience. Now we had to find them. Execution demanded creativity. A brand-new unit. No existing visual material. So we worked with close-ups. Minimal setup. Minimal crew. Direct storytelling. And we pulled off a bold owned media stunt: an invitation not to apply.

A subway station ad with a blurred train, featuring a person in uniform. Dutch text encourages applying to Havenbeveiligingskorps.

Creative use of owned media

“Do not apply.” “More drugs on the streets.” Not exactly what you expect from a recruitment campaign. And that’s exactly the point. We pushed it even further with creative owned media activations, including at job days.

Large stacks of compressed packages wrapped in plastic and tape on wooden pallets, with posters attached, outside a building.

The result

Herbert van Santen, Deputy Director of the Maritime Police, says it best: “In less than five months, from zero to 404 applications for a completely new unit, that’s highly remarkable.”

A poster on a concrete floor, partly in shadow, with large text "70" and smaller text in Dutch, featuring a subtle image of a person.
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Sameness is everywhere. But you want to do things differently. No copy-paste campaigns. No off-the-shelf formulas. You want your employer brand or change journey to stand out, driven by bold ideas and built to get real results. You're in the right place.

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